With regard to an image to be displayed on a display unit, a calculation unit calculates a display luminance from the input image. A luminance distribution acquisition unit takes a scene image including the display unit from a view position of the display unit, and acquires a luminance distribution as an average of luminances of the scene image. A correction unit corrects the display luminance, so that a corrected display luminance is within an estimated luminance range of perceptible difference of luminances on the display unit. The estimated luminance range is estimated with the average. The display unit displays the image based on the corrected display luminance.